Study Labels Mobile Tech Users
In a new research study by IDC, the firm has created four distinct types of the modern mobile technology consumer. The report aims to spell out the different segments of the mobile user community through cluster analysis to more clearly identify discrete differences between types of mobile users.
"Understanding the usage patterns of discrete types of mobile users will help technology vendors and wireless operators map out where they need to focus their mobility efforts, and IT professionals where they need to make adjustments in their mobility initiatives," said Randy Giusto, vice president of IDC's Personal Technology and Services research.
IDC's study breaks out mobile users into four distinct segments:
- Display Mavens: individuals who deliver a large number of presentations while mobile and also use, to a moderate degree, entertainment applications during periods of idleness.
- The Mobile Elite: the early adopter segment that adopts the latest devices, applications, and solutions, and also uses the broadest number of them.
- Minimalists: the opposite of the Mobile Elite, these individuals employ just the basics for their mobility needs.
- Voice and Text Fanatics: a more communications-centric group of individuals who tend to be focused on text-based data and messaging.
According to IDC, the needs of mobile users continue to evolve as mobility is further integrated into their everyday lives. Mobile users will demand more performance, capabilities, and variety from the mobile devices and applications that will be available to them in the future. To achieve continued success in the evolving world of mobility, it's critical to understand how technology is used and by whom:
- Hardware, software, and mobile solutions vendors must understand individual's needs today and how they will change over time. This is particularly important when trying to make gains in a slow-growth economy.
- Wireless operators must be in tune with the next wave of mobile device growth (in both business and consumer markets) and the impact of converged mobile devices.
- IT professionals must be sure that the solutions they implement fit the diverse business needs of their employees. They must also be sure to select the right vendors that provide the devices, applications, services and total solution for targeted mobility deployments.
IDC explores the basic mobility patterns of a wide variety of individuals through its Mobile Advisory Council, a mobile epanel community of over 12,000 people. In addition to personal use of a wide variety of mobile and wireless devices, applications, and services, panelists also directly influence or purchase these same products and services for their companies. For this study, IDC performed a cluster analysis of the survey results in order to identify different sub-segments of users surveyed and to analyze key usage trends within the clustered segments. The full report is available from IDC for a handsome fee.
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RE: Useful?
How about WHY.
1 - People who buy things because they are high-tech and are sure it will help them somehow.
2 - People who buy things because they are high-tech and it will make them look cool/geeky.
3 - People who are advanced users and know they can take advantadge of everything they have to offer.
4 - People who are looking to complete a specific job function. They usually don't need all a handheld has to offer.
This would include people who make presentations as their biggest thing. Wireless might not be a deal breaker, but these people may be heavy email users.
This would include system admins. They need to remotely manage systems. They need a big screen to see the pc (if windows), they need a wireless connection (gprs/wifi/bluetooth), and they often need a keyboard so that while using a hi-latency service, they can be sure they sent the right characters.
This would include essentially everbody else who NEEDS a pda to complete their primary job function.
5 - Don't forget people who have enough cash and just want a toy for fun.
Don't flame me, it's just off the top of my head....
Matt
RE: Useful?
The full report probably contains data on what technologies these users prefer and how and when they use them most.
For example, palmOne would now want to build it's devices to suit these segments more. Sony will build its devices to avoid these segments more.
RE: Useful?
I'm finding more and more this to be the case talking to company heads. They have the tools but their company doesn't have info in a way that they can get to it and use it.
Sadly the handheld hardware is there, the desire is there, and more and more the budgets are coming around. But a few too many companies are not ready to support... or is it that some IT folks doen't understand it enough to get it running.
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Useful?
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